Google Trends as a digital marketing tool: methodical aspects

Abstract

The aim of the article is to identify and analyze the menus and options of Google Trends for the digital marketers.

Analyses results. The article is devoted to the problem of expanding the information base of marketers through the use of Google Trends, which allows to analyze the search queries of users of the Google search system and create appropriate graphic visualizations of the popularity of various search terms and topics. It was established that the researched tool expands the information base for the work of digital marketers, in particular through the use of such sections of the service as «Explore», «Compare», «Trending Searchers. Daily search trends», «Trending Searchers. Realtime Search Trends», «Year in Search», «Subscriptions». For example, data from the «Year in search» category, in particular the «purchase of the year» category, shows the most relevant user needs that were relevant in a certain year. The general and additional capabilities of Google Trends for digital marketers have been highlighted. The general capabilities of this service include: determining trends by specific search terms or topics, determining the specifics of the dynamics of the popularity of specific search terms or topics, searching and analyzing competitors, researching various digital search platforms, and operational monitoring general current trends in the country. The general capabilities will be useful for all digital marketers, regardless of the specifics of their activity. Additional features of Google Trends include: creation of relevant content, refinement of the semantic core of the site, optimization of the content plan, clustering of topics and the search for reasons for website traffic fluctuations. Additional opportunities will be useful for more highly specialized product promotion specialists (content marketers, brand marketers, SEO specialists, SMM marketers, story makers, etc.). The authors summarized that the research of the dynamics of interest of network users through Google Trends helps to plan marketing initiatives for the future, align the content of sites with current trends, and analyze the activities of competitors.

Conclusions and directions for further research. The analysis of the features of the use of other digital marketing tools and the comparison between them in terms of the effectiveness of their use for the performance of specific tasks set before digital marketers are identified as promising for further research.

Keywords: Google Trends, digital marketing, digital marketing tools, search terms, trending keywords.

DOI: 10.15276/mdt.7.1.2023.4

1. Cebrian, E., & Domenech, J. (2022). Is Google Trends a quality data source? Applied Economics Letters. Available at: https://cutt.ly/P0NtpxV (acсessed 11 September 2022).


2. Chygryn, O.Y., Olefirenko, O.M., Herasymenko, M.Y., & Sevchenko, K.V. (2021). Modern Marketing Strategies for Development of the Company's Green Competitiveness. Mechanism of Economic Regulation, vol. 4, pp. 30–38.


3. Google Trends. Available at: https://trends.google.com.ua/trends/?geo=UA (acсessed 07 September 2022).


4. Google Trends. Interes z chasom do temy «elektromobil» za ostanni 12 misiatsiv v Ukraini. Available at: https://cutt.ly/i0M9pCr


5. Google Trends. Naipopuliarnishi temy u poshuku 2021 – Ukraina. Available at: https://trends.google.com.ua/trends/yis/2021/UA/ (acсessed 01 October 2022).


6. Google Trends. Pidpysky. Available at: https://trends.google.com.ua/trends/subscriptions (acсessed 11 September 2022).


7. Google Trends. Populiarni poshukovi zapyty. Available at: https://trends.google.com.ua/trends/ trendingsearches/daily?geo=UA (acсessed 07 September 2022).


8. Google Trends. Porivniannia «Google Trends», «Huhl trends», «Google Trend», «Huhl trendy», «Google trend» z 01.09.2021 roku po 31.08.2022 roku v Ukraini. Available at: https://cutt.ly/F0MwbeY (acсessed 01 December 2022).


9. Google Trends. Porivniannia «elektromobil» (tema) ta «elektromobil» (poshukovyi termin) v Ukraini za ostanni 12 mis. Available at: https://cutt.ly/Z0B5zZP (acсessed 02 December 2022).


10. Google Trends. Porivniannia rivniv zapytuvanosti poshukovoho terminu «google trends» u SShA, Velykii Brytanii ta v Ukraini za 2021 rik. Available at: https://cutt.ly/50M3xky (acсessed 02 December 2022).


11. Google Trends. Riven zapytuvanosti poshukovoho terminu «morozyvo» v Ukraini za ostanni 5 rokiv. Available at: https://cutt.ly/m0NrwLN (acсessed 01 December 2022).


12. Hu, Y., Du, R., & Damangir, S. (2014). Decomposing the Impact of Advertising: Augmenting Sales with Online Search Data. Journal of Marketing Research, vol. 51(3), pp. 300–319.


13. Ivanova, I., Borovyk, T., Rudenko, A., & Zalozna, T. (2020). Black friday as a tool for sales promotion. Marketing and Digital Technologies, vol. 4. no. 4, pp. 52–61.


14. Search Engine Market Share Worldwide. Oct 2021 – Oct 2022. URL: https://gs.statcounter.com/search-engine-market-share (acсessed 05 November 2022).


15. Shawn, L.K.J., & Stridsberg, D. (2015). Feeling the Market's Pulse with Google Trends (October 9, 2014). International Federation of Technical Analysts’ Journal, 2015 edition, pp. 11–17.


16. Belova, T., & Dunin, M. (2021). Osoblyvosti formuvannia marketynhovykh trendiv. Black sea economic studies, vol. 62, pp. 62–67. (in Ukrainian).


17. Boienko, O., Statkevych, K., & Shapoval, A. (2020). Rozrobka polityky prosuvannia hibrydnoi tekhnolohii avtomobiliv yak elementu sotsialno-etychnoho marketynhu. Modern Economics (electronic journal), vol. 19, pp. 25–31. (in Ukrainian).


18. Bondarenko, A., & Gusak, A. (2014). Suchasne vprovadzhennia ekolohichnoho marketynhu. Stalyi sotsialno-ekonomichnyi ta ekolohichnyi rozvytok: vid teorii do praktyky (Ukraine, Dnipropetrovsk, November, 13-14, 2014), pp. 127–130. (in Ukrainian).


19. Vdovichenko, V. (2021). Stratehiia upravlinnia rozvytkom elektronnoi torhivli. Menedzhment XXI st.: suchasni modeli, stratehii, tekhnolohii (Ukraine, Vinnytsia, October, 8, 2021), pp. 395–403. (in Ukrainian).


20. Danilenko, O. (2021). Karantyn ta yoho vplyv na event-industriiu. Upravlinnia rozvytkom turyzmu ta hotelno-restorannoho biznesu v tsyrkuliarnii ekonomitsi (Ukraine, Lutsk, May, 18, 2021), pp. 113–116. (in Ukrainian).


21. Zaiets, S., & Huntil, A. (2020). Big data u vitchyznianykh marketynhovykh doslidzhenniakh: rol, mozhlyvosti, tendentsii. Novi dzherela ta metody poshyrennia danykh u statystytsi (Ukraine, Kyiv, 2020), pp. 22-28. (in Ukrainian).


22. Kosar, N. & Bodo, S. (2021). Doslidzhennia rozvytku Internet-marketynhu v umovakh pandemii. Market Infrastructure (electronic journal), vol. 51, pp. 154–159. (in Ukrainian).


23. Oklander, M. & Shemchuk, R. (2020). Rozvytok proektiv neformalnoi marketynh-osvity v umovakh tsyfrovizatsii suspilstva. Marketing in Ukraine, vol. 2, pp. 49–71. (in Ukrainian).


24. Prymak T., & Tysh Y. (2022). Otsinka efektyvnosti turystychnoi infrastruktury mista Zhytomyra. Investytsiyi: praktyka ta dosvid, vol. 3, pp. 52–59. (in Ukrainian).


25. Romanenko, O., & Alaverdian, L. (2020). Sytuatyvnyi marketynh yak sposib pryvertannia uvahy do brendu abo tovaru. Marketynhovi stratehii, pidpryiemnytstvo i torhivlia: suchasnyi stan, napriamky rozvytku (Ukraine, Kyiv, April, 14, 2020), pp. 119–121. (in Ukrainian).


26. Yak porivniaty poshukovi terminy v Trendakh. Available at: https://cutt.ly/l1l2Cu9 (acсessed 16 September 2022). (in Ukrainian).


27. Yanchuk, T., Buha, N., & Krupchatnikova, T. (2020). Zastosuvannia informatsiinykh tekhnolohii u profesiinii pidhotovtsi fakhivtsiv z marketynhu. Molodyi vchenyi, vol. 12(88), pp. 186–190. (in Ukrainian).